Following the £600,000 transformation of its venue in the heart of Chinatown Game Nation pulled out all of the stops with a spectacular launch event that CEO Mark Jepp described as being ‘part carnival, part film-set.’ Featuring a giant Chinese Lion which symbolises good fortune the ‘Foo Dog’ went on to bless the venue.
Game Nation brought part of central London to a standstill as residents, shoppers and sight-seers witnessed the official re-opening of the brand’s flagship AGC venue located in Gerrard Street.
The high-profile launch event featured a giant Chinese Lion – a creative nod to the venue’s location in the heart of Chinatown and a celebration of the £600,000 investment programme which was directed by leading brand experience consultancy M Worldwide which has completed major projects for Vodafone, Warner Bros, Joe & The Juice, Coca-Cola, and Lloyds Banking Group.
More than just a branding initiative the Chinese Lion or ‘Foo Dog’ which symbolises protection, strength, power and good fortune in Chinese culture went on to officially bless the venue.
Reflecting on the event, Game Nation CEO Mark Jepp said: “We wanted the launch to reflect the scale and ambition of the transformation that’s been delivered. This project brings together internal zoning, state of the art integrated digital messaging and signage, ambient lighting and even a bespoke brand scent, all carefully curated to deepen emotional connections with Game Nation’s growing customer base.
“In all my years in the sector, I’ve never seen a venue receive a blessing and I can’t recall a launch with greater impact. It felt part carnival, part film-set, combining to create a genuinely memorable event that resonated with colleagues, customers and the wider public.”
He continued: “We’ve created a stylish, comfortable and elevated environment, including a basement lounge for our regulars that screams WOW! and which is complemented by the very latest gaming equipment. The end result, and the level of investment we have put behind it, is a clear endorsement of our non-negotiable guest-led strategy.”
The timing of the launch which took place in the lead-up to EAG week saw members of the industry make the short journey from ExCeL London to take stock of the Gerrard Street experience. “We’ve had a number of our suppliers take a look at the final outcome and get a full understanding of what we have delivered for our customers” confirmed Mark Jepp.
“The feedback from industry colleagues and machine players alike has been unanimously positive and it was a talking point with everyone I met at EAG. I believe that the contemporary styling, the incorporation of no-nonsense high impact screens all underpinned by a luxury feel is helping to reposition the AGC experience.”
Making an impact
Mark Jepp said……. “In all my years in the sector, I’ve never seen a venue receive a blessing and I can’t recall a launch with greater impact. It felt part carnival, part film-set, combining to create a genuinely memorable event that resonated with colleagues, customers and the wider public……
Originally published on Coinslot on February 2, 2026. Republished with permission.